Columbia Sportswear is a prime example of a Northwestern company: hardworking, modest and passionate about the natural environment. When we asked the management team to describe how they are marketing themselves as a green company, the answer was, “We are not ‘marketing’ so much as hoping to educate and inspire people.”

Recent programs to coordinate the wide range of “green” initiatives going on in silos throughout the company are an effort to put structure in place. Columbia’s corporate responsibility program was founded on labor compliance many years ago, and the company is well respected through the outdoor industries segment. The vision is to balance all the legs of the triple bottom line: People, Planet, Profit.

As a company, Columbia Sportswear’s sustainability efforts focus on reducing upstream impacts, such as energy and materials usage in the manufacturing of its products, and the responsible management of downstream waste, including recycling and reusing packaging.

GMC: Is “green” a strategy for Columbia Sportswear? Are you marketing “green?”

Columbia: We don’t consider sustainability a “green marketing strategy;” it’s just the way we do business. We want to be honest and transparent in our communication, not boastful about it. We’re just saying that we are doing some things, and there is lots more to be done.

People need to see companies doing something and then say, “I could do that.” It’s setting an example. We’re looking to inform, educate and inspire.

In the Northwest, we take a lot for granted. For example, we don’t think twice about recycling. That speaks both to where we are and who we are. We’re located in the Northwest where everyone is “green.” We’re focused on clothing for outdoor enthusiasts, and our staff leans that way too.

For example, we have year-round bike commuters, some of whom are really “hard core.” We provide bike lockers for them, and generally there are as many as 30 bikes in the locker at a time. Because Columbia is located in the suburbs, not in Portland proper, some ride as many as 20 to 30 miles daily to come to work. These are dedicated bike transit people!

GMC: Late last summer, you launched a new program to reduce the amount of packaging that needs to be recycled or disposed of. Please fill us in on “A Box Life.”

Columbia: With the launch of our new e-commerce website, we added an option that has gotten a lot of attention. It’s as simple as checking a box in the shopping cart. Customers can select a “used” box for delivery of their order.

To help customers become more engaged with the concept of “Reduce, Reuse, and Recycle” we have created “A Box Life.” By adding a special label with a QR code on outgoing boxes, we developed a way for customers to track the route the box has taken, both as a container for Columbia products and as it is used to ship other items.

There is also a place where customers can upload photos showing how they are reusing their boxes. Visit the web page and watch our video to learn about the origin of the project.

The response has been overwhelming! When we put the program together, our original goal was to have more than half of Columbia’s shipments going out in used boxes. Since the launch, about 2/3 of all online customers have requested used boxes.

While consumer products are shipped in poly bags – unless the used box option is selected – corrugated boxes are used throughout our distribution network. Boxes are shipped between our distribution centers or returned from retail customers or consumers. In the past, those boxes would have been recycled; now they are reused.

It’s challenging from the logistics side to collect, “size,” store and use opened and empty boxes. We haven’t done the analysis to determine whether the program is saving us money. Actually, that wasn’t the intent.

Our alternate package if we don’t ship a used box is a polybag, unless the item is too large. The polybags we use are flat and easy to use, and they contain recycled content. They are also recyclable in waste streams that accept that kind of plastic. We have three sizes of bags, so we can “right size” bags for shipping without having to use any filler. We use air pillows in boxes when we need to add filler.

The polybags have a “reuse this bag” message printed on them, and, to make them as reusable as possible, they include two adhesive strips to enable, second use. They can be resealed after opening for returns or for a second use.

GMC: You have some initiatives around your facilities as well. About a year ago, you installed solar panels on your headquarters building and you’ve LEED-certified two of your stores. Please tell us more…

Columbia: Because we have facilities around the world, we are concerned about the sustainability of our facilities, too. We’ve installed a 100 KW solar electric system that consists of 570 photovoltaic (PV) panels mounted on the roofs of two of our buildings at our headquarters. Those panels are connected to the local utility electric grid via an inverter; the power generated by the system is fed back into the grid and credited to our account.

We have also achieved LEED certification for both our Portland flagship store and our downtown Seattle store. There are many different types of certification, and we have received “LEED for Retail Interiors” certification.

Different buildings and different uses have different impacts. For retail, for example, the lighting impacts may be more intensive, and so the certification has to reflect that. In a different type of space, water consumption may be more important.

GMC: What are some of the other kinds of sustainability initiatives you have in place?

Columbia: As part of our community outreach, we donate scrap and textiles to groups that can use them for a variety of projects. We donate to Soles for Souls and give single shoes for someone who only needs one shoe to National Odd Shoe Exchange (NOSE). One of our retail outlets offers bundled hangers on [craisglist.org] to donate to garage sales and consignment shops.

Every location is different, and every store has different opportunities. We are continually looking for new ways to set an example.

To learn more about Columbia Sportswear, visit: http://www.columbia.com
Columbia Sportswear contributors to this conversation:
Paul Zaengle, Senior Director of E-commerce
Kristen Sagan, Manager, Sustainability
Ron Parham, Senior Director, Investor Relations & Corporate Communications
Leslie Constans, Public Relations

The Print Council recently issued news of a position paper it will be releasing this month, entitled, Why Print is Green. (http://www.theprintcouncil.org/PressReleases/09Aug25.pdf)

This report should spur us to inform our customers and prospects about our own environmentally responsible corporate policies and practices, and underscore how we, along with companies in our industry, are striving to make financially and environmentally sound decisions. Some notable facts highlighted in the report include:

• In 2008, more than 57 percent of paper consumed in the U.S. was recovered for recycling, more than any material. The paper industry is aiming to reach 60 percent recycling by 2012. Every additional percentage point means that a million tons of paper are recovered.
• Less than 10 percent of U.S. power comes from renewable sources, but in the pulp and paper industry, that figure is greater than 60 percent.
• The average person’s paper use for a year — 440 pounds — is produced by 500 kilowatt-hours of electricity, the amount used to power one computer continuously for five months.

I look forward to reading more about how to market print services as green when The Print Council’s position paper becomes available, and you should too.

We hear a lot about the importance of being "green" in our everyday business practices:  conserve, recycle, and reuse.  Equally important to "green" practices are sustainable business practices:  support, increase, and maintain environmentally friendly and responsible initiatives.  I’ve outlined below some ideas for you and your company to consider and explore, and perhaps, to adopt.  These programs can be powerful tools in a company’s overall energy management strategy.

Demand Response Capacity Programs compensate participants for reducing their energy consumption in response to peak system demand (i.e. hot summer days) and grid emergencies.  The program is designed to reduce the demand on an area’s central energy grid.  Companies are asked to curtail their energy requirements; they are not asked to shut down.  Participants in the program receive monthly payments based on a previously agreed upon reduction in electricity consumption during system emergencies, regardless of whether or not they are ever called upon to respond.  These programs provide numerous cost savings and environmental benefits including earning revenue for your company, reducing your company’s energy expenses, reducing the need for more power plants, and lowering carbon dioxide and other emissions.

Energy Efficiency Programs are designed to assist customers in managing their energy usage and costs.  By purchasing or installing specific equipment and systems, your company will receive rebates credited to your electric account.  Specific program details must be met; however, it’s a measurable way to save money and to reduce energy requirements.  To get started, you need only to contact your utility representative.

White Certificates are credits provided to participants for investing in energy efficient products, or achieving a predetermined reduction in energy consumption.  Every validated kilowatt a company saves accumulates towards a white certificate.  These certificates can then either be traded to other participants who cannot meet their predefined targets, or used for their own usage.  Benefits include reducing both energy consumption and costs.

Renewable Energy Certificates (RECs) represent one megawatt hour of electricity generated from renewable resources (i.e. solar, wind, biomass, hydro, and geothermal).  Companies that produce renewable energy sell it to the wholesale power market for some market value.  All energy sources are then commingled on the power grid.  Consumers do not necessarily receive electricity generated from the renewable resources; however, their purchasing RECs support the production of renewable energy.  Ultimately, RECs subsidize the development of renewable energy resources to displace energy generated from fossil fuels.

Data-Mail understands the importance and impact of our efforts both as a company and as individuals on the environment.  We participate in Demand Response Capacity Programs and Energy Efficiency Programs.  Additionally, we plan to operate on 100% green power credits by the end of 2009.

I wanted to share MSP’s Earth Day/Week activities and inquire as to what others may be planning or doing, and then share a few thoughts regarding sustainability.

Our organization decided to seize the momentum that has been growing related to our green movement and really make Earth Day/Week standout.  Obviously the goal is to raise awareness of the green initative, with our primary purpose this year of focusing our employees on the little things that each person does that can help the environment on a daily basis.  For example, we are sending reminders regarding recycling, encouraging the use of one papertowel instead of five, and just asking for the use of "Good Green Judgment." 

We are also doing the following activities:

• Sending a "Celebrate Earth Day with MSP" card with wildflower seeds for planting.  We ask our clients that we send this to, to please plant the seeds, and we share some other activities we are engaging in, as well as announce our FSC certification.
• Earth Day Slogan Contest.  We are offering a $50 prize for the best entry.  We ask our employees to suggest a slogan for the MSP Green Team which will be the motto for the team for the remainder of 2009.
• "Get Caught Wearing Something Green".  We picked a day to promote green awareness.  All those who are "caught wearing something green" are put into a drawing for two $25 gift cards.
• On Earth Day (April 22nd) we are giving a piece of fruit (apple, orange, banana, watermelon slice) to each employee.
• Seed packet giveaway.  We are putting together several baskets throughout the organization that are full of seed packets.  Employees are encouraged to take a packet of their choice for planting.
• Green Goes Red Blood Drive.  Tying the green initiative into the greater sustainability issue, we are conducting an on-site blood drive administered by the Red Cross. Our target is for 38 employees to donate blood.  Response has been strong.
• Additional activies occuring around Earth week include the planting of numerous trees on the MSP property, grounds clean-up (a daily/weekly iniative within MSP) and the exploration of new lighting options plant wide to reduce electrical usage and increase efficiencies. 

I’d love to hear what you are doing, or your comments on these activities.

One other thought I’d like to leave you with is encouraging you to reflect upon the whole idea of sustainability, which provides an even broader array in terms of making a difference.  As a Human Resources practitioner I am exposed to considerable information related to this growing movement.  In my opinion, sustainability encompasses green practices, but then takes them a bit broader.  Sustainability deals with ensuring the future survivial of our earth on a large scale, but there is the interesting component which focuses on the health of our organizations too -- making sure we have solid policies, procedures, management, fiscal responsibility, etc., in place to sustain the business, meet our customer needs, contribute to the community, the list goes on and on.  I guess the bottom line in my opinion is that being green (and expanding into overall sustainability) is not only the right thing to do - it actually makes sense in terms of the business model too!